Dunkin’s latest celebrity partnership is with Sabrina Carpenter, the actress and musician whose 2024 song “Espresso” reached the third spot on Billboard’s Hot 100 chart.
On New Year’s Eve the quick-service chain introduced Sabrina’s Brown Sugar Shakin’ Espresso as a limited-time offer. It’s made with espresso shaken with oat milk and brown sugar flavor.
The drink is being promoted with an ad called “Shake that Ess,’” as in espresso, produced by Artists Equity, the company run by Ben Affleck and Matt Damon that has developed numerous celebrity-oriented and other commercials for Dunkin’.
In the commercial, “Espresso” plays in the background while a variety of performers, including Carpenter, shake their drink in a new bit of merch that Dunkin’ has launched as part of the promotion. The limited-edition Shakin’ Espresso Shaker was made available at shopdunkin.com at noon on Dec. 31 and sold out in 17 minutes, according to a spokesperson, who said more than 2,000 shakers were offered for $12.99 apiece.
“When we first dreamed up Sabrina’s Brown Sugar Shakin’ Espresso at Dunkin’, it had to be more than another delicious drink on the menu — we wanted to bring some levity to guests’ everyday coffee order,” Dunkin’ chief marketing officer Jill McVicar Nelson said in a statement. “Working with one of America’s most beloved pop stars, Sabrina Carpenter, adds a spirited, fresh energy that perfectly aligns with Dunkin’s love of bold taste and good-natured fun. Through our new ad campaign, we’re showing guests that their new drink order can be both delicious and a wink at embracing life’s lighter side — exactly what Dunkin’ is all about.”
Shaking has long been a theme in Dunkin’s marketing initiatives. In 2023 it enlisted lifestyle celebrity Martha Stewart to star in a video about proper iced-drink shaking etiquette.
It later enlisted her to promote limited-edition Martini shakers.
That marketing effort came as sales of iced coffee and other cold drinks surged. They now make up the bulk of beverage sales at many coffee chains.
Dunkin’ launched a series of star-studded ads last summer, developed by Artists Equity, to promote its iced beverages, featuring such celebrities as Will Arnett, Maia Reficco, Joey Fatone, and A.J. McLean.
Dunkin’ is also rolling out an array of new menu items and a $5 meal deal, as well as promotions for its loyalty program members.
The value meal includes two Wake-Up Wraps, made with egg, cheese, and choice of meat in a flour tortilla, along with a 14-ounce hot coffee or 24-ounce iced coffee.
Additionally, the chain has introduced the following LTOs:
• Lava Cake Signature Latte: Espresso with chocolate lava cake flavor and whole milk topped with whipped cream, mocha syrup and hot chocolate powder
• Lave Cake Coffee: Iced or hot coffee with lava cake flavor
• Chocolate Whoopie Pie Specialty Donut: A glazed chocolate cake doughnut split in half and filled with whipped vanilla-flavored icing
• Iced Lemon Loaf: A returning favorite of lemon cake topped with lemon icing
The quick-service chain, a subsidiary of Atlanta-based Inspire Brands, is also offering special deals via its mobile app for loyalty program members.
Through Jan. 6 Dunkin’ Rewards members can get a $3 Maple Sugar Bacon Breakfast Sandwich (with maple sugar seasoned bacon, egg, and white cheddar cheese) with the purchase of a beverage. Then from Jan. 21 through Jan. 27 they can get a $3 Hash Brown Brisket Scramble (hash browns topped with a scrambled egg, shredded brisket, smoked cheddar, poblano peppers, caramelized onions, and cheddar sauce) with a beverage purchase.
Additionally, Dunkin’ Rewards members will receive 100 bonus points when ordering ahead on “Mobile Mondays” for the entire month.
Dunkin’ franchises more than 13,700 restaurants globally.
Contact Bret Thorn at [email protected]
